Even before AI, I think I've seen it used before in self-help books or therapy type stuff. It has always felt like an intellectually lazy attempt at reframing, painting things as black and white in the form of a thought-terminating cliche. "It's not X, it's Y" discounts X entirely, when usually the relationship between X & Y is more nuanced: "X and also Y", "X because Y", etc.

Also if you do want to use "it's not X, it's Y" as a clincher, you better make sure that Y in fact builds on X in some way (which implies that X and Y actually have to be similar enough to be plausibly associated with each other) and Y isn't just some orthogonal concept.